Place competition: rethinking Tiebout model and theories of creative class and creative city

• Autorzy: Rozhkov K. , Khomucki K.

Warianty tytułu

PL

Konkurowanie miejscami: przemyślenie na nowo modelu Tiebout oraz teorii kreatywnej klasy i kreatywnego miasta

RU

Konkurirovanie mestami: pereosmyslenie modeli Tibu i teorijj kreativnogo klassa i kreativnogo goroda

• Języki publikacji: EN

Abstrakty

EN

This paper demonstrates opportunities for the development of the place marketing theory given by pure model of local expenditures (Tiebout 1956) and concepts of the creative class (Florida 2004), and creative city (Bianchini and Landry 1995). Rethinking them in marketing terms, we then analyse their limitations and show why their re-examining can support competition analysis, targeting, and marketing policy of places. In the discussion section, main directions of theoretical research in place marketing are highlighted.

PL

W artykule przedstawiono możliwości rozwoju teorii marketingu miejsc, jakie daje czysty model lokalnych wydatków (Tiebout 1956), oraz koncepcji kreatywnej klasy (Florida 2004) i kreatywnego miasta (Bianchini, Landry 1995). Myśląc o nich na nowo w kategoriach marketingu, autor przeanalizował ich ograniczenia i pokazał, dlaczego ich ponowne zbadanie może wesprzeć analizę konkurencji, określanie celów i marketingową politykę miejsc. W części poświęconej dyskusji omówiono główne kierunki badań teoretycznych w marketingu miejsc.

RU

Статья представляет возможности развития теории маркетинга мест, которые сулит чистая модель местных расходов (Tiebout, 1956), и концепций креативного класса (Florida, 2004) и креативного города (Bianchini и Landry, 1995). Переосмысливая их в категории маркетинга, автор анализирует их ограничения и показывает, почему пересмотр их может оказать поддержку анализу конкуренции, определению целей и маркетинговой политике мест. В части, посвященной дискуссии, указаны основные направления теоретических исследований в маркетинге мест.

Słowa kluczowe

EN

targeting; place competition; place user; Tiebout model; creative city; creative class; marketing

• Wydawca: -
• Czasopismo: Handel Wewnętrzny
• Rocznik: 2018
• Tom: 64
• Numer: 4 t.2
• Opis fizyczny: p.238-249,ref.

Twórcy

autor

Rozhkov K.

• Department of Company Marketing, Faculty of Business and Management, Higher School of Moscow, National Research University, 20 Myasnitskaya ulitsa, Moscow 101000, Russia

autor

Khomucki K.

• Department of Company Marketing, Faculty of Business and Management, Higher School of Moscow, National Research University, 20 Myasnitskaya ulitsa, Moscow 101000, Russia

Bibliografia

• AMA (2013), Dictionary of Marketing Terms, American Marketing Association, http://www.marketingpower.com/_layouts/Dictionary.aspx [access: 15.10.2017].
• Ashworth G. J., Voogd H. (1988), Marketing the city: Concepts, processes and Dutch applications, “Town Planning Review”, No. 59(1).
• Ashworth G. J., Voogd H. (1990), Selling the City: Marketing Approaches in Public Sector Urban Planning, Belhaven, London.
• Beckmann S. C., Zenker S. (2013), My place is not your place - different place brand knowledge by different target groups, “Journal of Place Management and Development”, No. 6(1).
• BBC (2013), Q&A: Bulgarian and Romanian immigration, BBC news (April 5), http://www.bbc.co.uk/news/uk-politics-21523319 [access: 15.10.2017].
• Bianchini F., Landry C. (1995), The Creative City, Demos, London.
• Boschma R. A., Fritsch M. (2009), Creative class and regional growth: Empirical evidence from seven european countries, “Economic Geography”, No. 85(4).
• Braun E., Kavaratzis M., Zenker S. (2013), “My city - my brand: The different roles of residents in place branding”, “Journal of Place Management and Development”, Vol. 6, No. 1.
• Brown R. (2003), Community satisfaction, (in:) Christensen K., Levinson D. (Eds.), Encyclopedia of Community: From the Village to the Virtual World, Sage, London.
• Dai J., Zhou S., Keane M., Huang Q. (2012), Mobility of the creative class and city attractiveness: A case study of chínese animation workers, “Eurasian Geography and Economics”, No. 53(5).
• Eisenschitz A. (2010), Neo-liberalism and the future ofplace marketing, “Place Branding and Public Diplomacy”, Vol. 6, No. 2.
• Florida R. (2004), The Rise of the Creative Class, Basic Books, New York.
• Hansen H. K., Niedomysl T. (2009), Migration of the creative class: Evidence from Sweden, “Journal of Economic Geography”, No. 9(2).
• Hospers G. (2010), Spatial self-preference: On the limits of place marketing to attract new residents andfirms, “Place Branding and Public Diplomacy”, No. 4(6).
• Indergaard M., Pratt A. C., Hutton T. A. (2013), Creative cities after the fall of finance, “Cities”, No. 33.
• Kavaratzis M. (2012), From ‘necessary evil’ to necessity: stakeholders’ involvement in place branding, “Journal of Place Management and Development”, Vol. 5 No. 1.
• Kotler Ph., Asplund C., Rein I., Haider D. H. (1999), Marketing Places Europe, Pearson Education Ltd., London.
• Krätke S. (2010), ‘Creative cities’ and the rise of the dealer class: A critique of Richard Florida’s approach to urban theory, “International Journal of Urban and Regional Research”, No. 34(4).
• Markusen A. (2006), Urban development and the politics of a creative class: Evidence from a study of artists, “Environment and Planning A”, No. 38(10).
• Martin-Brelot H., Grossetti M., Eckert D., Gritsai O., Kovács Z. (2010), The spatial mobility of the ‘creative class ’: A European perspective, “International Journal of Urban and Regional Research”, No. 34(4).
• Mayer A. (2013), Brazil protests show cost of hosting major sports events, CBC News (June 29) http://www.cbc.ca/news/world/story/2013/06/28/f-brazil-protests-sports-events.html [access: 17.10.2017].
• Medway D., Wamaby G., Dhami S. (2011), Demarketing places: Rationales and strategies, “Journal of Marketing Management”, No. 27(1-2).
• Scott A. J. (2006), Creative cities: Conceptual issues and policy questions, “Journal of Urban Affairs”, No. 28(1).
• Tiebout C. M. (1956), A pure theory of local expenditures, “Journal of Political Economy”, No. 64(5).
• Vivant E. (2013), Creatives in the city: Urban contradictions of the creative city, “City, Culture and Society”, No. 4(2).
• Zenker S. (2017), Questioning a „one size fits all” city brand: Developing a branded house strategy for place brand management, “Journal of Place Management and Development”, Vol. 10, No. 3.
• Zenker S., Martin N. (2011), Measuring success in place marketing and branding, “Place Branding and Public Diplomacy”, No. 7(1).